‘Unconventional Verdi’ Project at Fidenza Village

Celebrating Parma, the Italian Capital of Culture 2020

From September 2019, guests visiting the spaces of Fidenza Village – the outlet located just one hour drive from Milan – can enjoy a special experience that goes beyond fashion. To celebrate the nomination of the nearby city of Parma as the Italian Capital of Culture 2020 and on the occasion of the Festival Verdi and Verdi Off events, Fidenza Village in collaboration with Teatro Regio di Parma has powered the brand-new ‘Unconventional Verdi’ project dedicated to Giuseppe Verdi and conjuring up art, fashion and music. On this very occasion, the open-air spaces of the village have been enhanced by a poetic installation by Kreativehouse melting the language of street art and the work of visual artists such as Robert Montgomery and Douglas Gordon. The modern creative languages are used to infuse sentences from the most iconic works by Verdi with a new life.

Giuseppe Verdi in pictures

During the Unconventional Verdi project, the languages of opera and fashion meet thanks also to an open-air photographic project. Some of the main characters in Verdi’s operas such as Aida, Violetta and Otello are depicted by young, talented photographers dressed in the latest collections by brands like Jil Sander, Vivienne Westwood, Missoni, Ermenegildo Zegna, Hugo Boss, Paul Smith, Sergio Rossi, Etro, Nike, Marni and Le Silla.